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1936: A Philip Morris advert states: “their (group of doctors) tests proved conclusively that on changing to Philip Morris, every case of irritation due to smoking cleared completely or definitely improved”
Applying MINDSPACE
• Norms: People’s behaviour is largely based on what they think others believe and do (perceived norms) than on the real beliefs and actions (actual norms) of other people. People tend to change their behaviour to conform when they receive credible information about the actual behaviour of the community from a trusted source.
• Messenger: people are heavily influenced by who communicates
the information.
The challenge and opportunity Smoking represents one of our biggest public health challenges
• The Marmot Review published in 2010 recognises that tobacco control is central to any strategy to tackle health inequalities as smoking accounts for approximately half of the difference in life expectancy between the lowest and highest income groups.
• Tobacco use is a highly complex behaviour that is particularly resistant to change.
• Councils are well equipped to take a holistic approach to de-normalising tobacco use in communities.
Changing behaviour
• Prevalence rates are unlikely to shift unless there is a commitment to sustained action that focuses on changing community/social norms to de-normalise smoking.
Robust evidence over the past 50 years has identified effective interventions to reduce smoking prevalence.
•Changing individual behaviour, eg cessation services.
•Changing the environment around both smokers and non-smokers eg influencing social norms so that tobacco use is less acceptable, less desirable and less accessible
Social Norms
We generally do what we see or think others are doing but an important twist is that our estimate of what other people are doing is often distorted
‘We will encourage local communities to reshape social norms so that tobacco becomes less desirable, less acceptable, less, less accessible’
‘The more that smoking is seen to be a normal part of everyday life, the more likely it is that young people will take it up’
DH Healthy lives, healthy People A Tobacco Plan For England
Which one do you remember?
What message is this sending?
• Overall, smokers in the survey thought that 60% of ‘people around here smoke’. Just under half (47%) thought that ‘families around here allow smoking in the home’.
Pre testing social norms survey
But the reality is…
23% of Y&H Smoke - highest smoking prevalence in R&M Hull (38%). [IHS, July-June 2010]]
80% of people in Y&H have a smokefree Home (73%) have a smokefree car. [YouGov]
The social norms approach differs from traditional approaches:-• does not use ‘hard hitting scare tactics’.
• uses only positive images and science based statistics. • focuses on healthy behaviours and attitudes.
• does not use images of negative behaviour (i.e. cigarettes or smoking).
• involves the local community in designing & collating local data and exposing misperception.
• Not draconian or directive, but in a simple format presents the information on actual healthy behaviour to the community.
Community Pop, Houses
Ethnic mix
LeedsSeacroft
122384686North 6196South1960
95% White British
ScunthorpeNorth
234829000
9% BME: home to majority of Bang, Pak, Indian in NL
Dewsbury West 1985118,500
70% white; 23% Pak, 3% Indian
Northeast Linc:Five Ways
36,00015,280
98% White British
Wakefield Featherstone
10000 British White
SheffieldSouthey, Owlerton
3122013600
96% white British
Calderdale Council 4334(1334 R&M)
Ethnic mix probably white British
RotherhamTreeton
2514750
99.4% white
Hull Thorton Estate
40002700
65% British
Barnsley Thurnscoe
9341 99% British
Summary of pathfinders
• Preparation• Data collection• Data analysis
at baseline• Intervention• Follow-up• Evaluation
*Source: Independent survey by Tangible Branding Limited, February 2010. In blind head-to-head tests between Costa's Flat White and a Flat White from Starbucks, 62% of respondents who identified themselves as 'Coffee Lovers' preferred Costa's Flat White. Total sample size 157. Number of participants identifying themselves as coffee lovers: 84.
